Background
Dollar Bank, a trusted financial institution serving Pennsylvania, Ohio, and Virginia since 1885, recognized the need to update its brand to resonate with a new generation of customers. Understanding that a strong brand goes beyond a logo and tagline, Dollar Bank partnered with Campos to develop a brand strategy that would honor its historic legacy while driving growth with new audiences.
Revitalizing a legacy brand requires a deep understanding of its core identity. To effectively refresh a brand, an organization must honor its heritage while infusing it with contemporary relevance, ensuring it resonates with both loyal customers and new audiences alike.
Execution
We began the project with comprehensive stakeholder research to explore the history of Dollar Bank, the current state of the organization, and leadership’s vision for the future. This was followed by qualitative and quantitative research involving both existing and prospective customers. Our research identified key market segments to target for growth and provided insight into how best to appeal to these audiences. Additionally, we conducted an extensive competitive analysis to identify white space in the category where the brand could differentiate itself.
With these insights, we formulated a brand strategy focused on the needs of Dollar Bank’s new target customers, marking a significant shift from the bank’s previous focus on telling its own story. We then collaborated closely with Dollar Bank and its creative agency as it brought the new brand strategy to life.
Results
The rebranding effort led to a significant shift in Dollar Bank’s messaging and visual identity. This shift not only modernized the brand but also positioned Dollar Bank to better connect with and grow its customer base in today’s competitive market. Along with a new logo and tagline, the bank launched a new website and a brand campaign that included online, print, and broadcast advertisements—all informed by our research and strategy. Contact us to learn how our team can help elevate your brand strategy and more.
